NEW YORK — Caruso Affiliated, operator of The Grove and The Americana at Brand centers in California, today unveiled a unique deal with the Uber car service app for the holiday season.
Rick J. Caruso, founder and chief executive officer, said at the WWD Apparel and Retail CEO Summit here today that the deal will allow shoppers to book an Uber car through the Uber app, or by calling The Grove or The Americana at Brand Concierge, to take them to and from their homes to one of the company’s properties “and I will pick up the bill.”
The service will operate from Black Friday to Christmas, he said.
Caruso said the Uber cars are the type of service he believes operators must provide today’s time-pressed consumers to spur them to spend.
The decision to offer the service came from discussions within Caruso Affiliated about its increasingly crowded parking lots and how to improve them.
“I want to create a better experience and let you know I care about you and I am going to give you back time,” he said, adding he believes shoppers will spend more time at his centers as a result.